TEN FOUR SOCIAL FINAL

Ten Four Social
Jamie Lindeman, Group Leader
1
Ten Four Social: Social Media Marketing Plan
April 1st
, 2015
Presented to
Cathleen Jones, Rachel Maga & Beth Vietmeier

Ten Four Social
2
Assigned Sections
Combination Section(s) Name of Student
A Executive Summary
Sections 1, 2
Morgan Yingling
Jamie Lindeman, Chelsea Coltz
B Section 3 Erica Sablofski
C* Section 4 Kristen Suchanek
D* Section 5,6 Morgan Yingling, Erik Senst
E* Section 7 Erica Sablofski
F* Section 8 Jamie Lindeman, Chelsea Coltz

Ten Four Social
3
Table of Contents
I. Executive Summary…………………………………………………………………..4
II. Assessment…………………………………………………………………………..5-6
III. Competition………………………………………………………………………..6-11
IV. Objectives…………………………………………………………………………12-14
V. Strategies……………………………………………………………………….…..14-24
VII. Design…………………………………………………………………….............24-28
VIII. Event………………………………………………………………………….….28-32
IX. Analytics…………………………………………………………………………...32-41
X. Recommendations……………………………………………………..……..……..42-54
XI. References…………………………………………………………………............55

Ten Four Social
4
Executive Summary
Currently, Ten Four Social promotes themselves via Facebook, Instagram and Twitter and is in a
great position to expand and begin utilizing YouTube, Blogging, and Pinterest. Facebook has
been the main social media platform used for promotion and will continue to be the main
platform. Ten Four Social has set a goal of gaining 100 followers per month and this will be
maintained in order to keep expanding the company. Ten Four Social is recommended to
continue creating posts that have substance and contain tags of relevant places and people. This
will improve reach, and ideally create conversation between the pages and Followers that were
tagged and in turn, influence them to view Ten Four Social’s Facebook page. Pictures of events
that Ten Four Social has held will also narrow the focus of their page to better show their
Followers what their services offer. Posts will be made between 1-4p.m, peaking Wednesdays at
3pm.
The Twitter account held by Ten Four Social should make 3 Tweets per day, being that it is one
of the core social media sites utilized by the company. The account is to be checked every two
hours, particularly from 7 a.m. to 11 p.m. to respond to any questions and to Tweet back at users
to thank them for following the page. Twitter should be used to showcase upcoming events by
using the hash tag #TenFourSocial consistently in tweets. Tweeting is to be done during the
events that Ten Four Social is hosting and pictures should be included with this. When events
have concluded, use Twitter to thank the clients for using Ten Four Social. Again, use popular
hash tags so that twitter users will interact with Ten Four Social.
The third core social media platform used by Ten Four Social is Instagram. The one post a day
schedule will be maintained in order to promote Ten Four Social. Posts of pictures and short
videos from previous events will show followers the unique and creative ideas the company has,
as well as, offer sneak peeks to upcoming events that the company will be hosting. Ten Four
Social will uphold the strategy of posting 20% promotion of the company itself and 80%
industry posts. Hashtags will be used to stay up to date on what is currently going on in order to
help gain followers. 10-20 minutes per day is recommended to focus on competitor pages.
Ten Four Social can differentiate by creating a YouTube channel, which will archive videos of
events for subscribers and prospective clients to watch. This is a great opportunity to show that
Ten Four Social puts forth more effort than its competitors in marketing creativity and their other
services. This idea could also become a vehicle for Rachel and Beth to talk about the benefits of
social media management. Another forum that Ten Four Social hasn’t tapped into yet is a Blog.
This could be a very valuable tool to Ten Four Social. It would allow them to provide links to
event clients and vendor pages in order to optimize networking through the blogging community.
This will then direct traffic to the other pages within Ten Four Socials network, which will boost
their reach and help build relationships. Lastly, Pinterest could be utilized as a showcase of
unique events that have unique attributes to make Ten Four Social stand out. Ten Four Social can
post photos of food presentations, unique bar and food set ups, centerpieces and decorations.
This will allow Ten Four Social’s potential clients to see the work that they do. Being part of the
Pinterest world can expose the company to potential event planning clients. The posts will also
include that Ten Four Social is a Pittsburgh based company, but intend to expand nationally.

Ten Four Social
5
Assessment
Ten Four Social, an event planning and social media marketing company formed in
January of 2015 with a desire to, “bring client’s visions to life by creating and executing
customized events of any size.” (Ten Four Social | Where planning and style come together.
(2015, March 29). Retrieved March 31, 2015, from http://tenfoursocial.com/#about).
Independently owned and operated by Beth Vietmeier and Rachel Maga, the company is focused
on event planning but incorporates social media marketing additionally as the two endeavors
often coincide in the promotional aspect. While located in Pittsburgh, intentions are to expand
nationwide based on the utilization of past experiences and sustained networks. Current event
categories include corporate events, non-profit events, sports camps, and celebrity autograph
signings & appearances.
Corporate Events Non-Profit Events
Product Launches
Employee Appreciation Parties
Client Appreciation Parties
Conferences
Seminars
Tradeshows
Board Meetings & Retreats
Golf Outings
Press Conferences
Ground Breakings
Holiday Parties
Networking Events
Business Dinners
Award Ceremonies
Galas
Fundraising Gatherings
Press Events
Sports Camps
Youth Sports Camps
Fantasy Camps
Celebrity Autograph
Appearances & Signings
NHL
MLB
NFL
As of late January 2015, Ten Four Social had established an existence on social media
platforms Facebook, Instagram, and Twitter. Their sole objective upon company development is

Ten Four Social
6
to build a strong strategic social media plan. Means to do so will be detailed in the
Recommendations section. All accounts have fewer than 20 followers individually, with just one
post regarding their Evening of Inspirations event at Eddie Merlot’s on January 27th on their
Facebook page (Maga, R. (Ed.). (2015, January 9). Facebook. Retrieved March 31, 2015, from
https://www.facebook.com/events/824031427657151/). All current social media pages including
Facebook, Twitter, Instagram, LinkedIn, and Pintrest have been created but lack content,
direction, and presence. The key advantage of Ten Four Social’s current position is that all
social media pages are blank canvases on which we can portray a strong brand image, and
properly communicate the services they have to offer and the advantages of these services. Their
biggest obstacles are maintaining a consistent presence and the substantial lack of company
direction. While still building their base of upcoming events, there is little if any solid
information or media that can be used to convey what services Ten Four Social offers.
Competition
Ten Four Social’s primary focus is event coordination, but they also offer social media
management services to their clients. According to Rachel Maga, four prominent competitors
exist: Bill Chisnell Productions (BCP), The Event Group, Beyond Spots and Dots, and Revive
Marketing Group. These four companies are considered Ten Four Social’s most prominent
competitors because they are located in the same market as Ten Four Social (Pittsburgh) and
provide similar services to clients. Also, these companies have been in business for a longer
period of time since Ten Four Social only emerged in January of this year. None of these

Ten Four Social
7
companies are large enough to threaten Ten Four Social of available market share; they are small
businesses in the Pittsburgh area, with The Event Group being the most expansive. Ten Four
Social considers these to be the biggest competitors considering current standings in the market
as a small business as well.
Bill Chisnell is the owner of Bill Chisnell Productions, which specializes in floral
arrangements. The company describes itself as a, “premier floral designer and stylist in the
Pittsburgh area,” and is located at 1111 Penn Avenue in Pittsburgh’s Strip District. The
company uses flowers from Pennsylvania, California, Holland, South America, and Japan for its
events. It has been featured consistently in Whirl Magazine and has also appeared in Pittsburgh
Pride and Society of Contemporary Crafts. BCP is well known for giving back to the Pittsburgh
community while collaborating with local vendors for events including:
All Occasion Big Burrito Catering Common Plea Catering
Jody Stein/Create Studio Flashbox Films Goldstein Photography
Mosaic Studio-e Entertainment Vanilla Pastry
Bill Chisnell Productions booked over 1,000 events last year and provides services for many
different types of events such as:
Weddings Mitzvahs Corporate Events Birthdays Other Special
Events

Ten Four Social
8
In terms of social media, Bill Chisnell Productions has a very under-utilized Facebook
page with 0 Likes and 0 Posts, and a link to this Facebook page on the company website that is
not functional. Also, the website states that Bill Chisnell Productions currently has a LinkedIn
but it could not be found on the LinkedIn website. BCP does not have a blog, Twitter, or
Instagram, but there were a few Hashtags including the company name (#BCP and
#BillChisnell). One online page that is polished and full of information is the company website
(http://www.billchisnellproductions.com).
Another competitor of Ten Four Social is The Event Group located at 1008 Washington
Boulevard in Pittsburgh. The President and founder of The Event Group, Sheila Weiner, stands
behind the statement that, “We exceed your expectations”. The Event Group is fierce
competition for Ten Four Social mainly due to their global reach and their lifespan of 27 years
and counting. This company aids in the production of many events and offers other services
including:
Corporate Events International Events Not-for-profit
Events
Trade Shows
Destination
Management
Concierge Services Event Branding Conventions
Meetings Private Parties DMC Services Luxury Weddings

Ten Four Social
9
The Event Group has been featured in Whirl Magazine, Grace Ormonde, the Pittsburgh
Trib, and Style Me Pretty. Similar to Bill Chisnell Productions, The Event Group gives back to
its Pittsburgh community through organizations including Visit Pittsburgh, The Women
Presidents’ Organization, and The International Special Events Society. In terms of social media
use, this company utilizes its Facebook and has 1,355 Likes, as well as Twitter with 343
Followers and 1,389 Tweets. Instagram is a downfall for this company because the Pittsburgh
based “Event Group” does not have an Instagram, but there are other companies in different
states that have Instagram pages with “The Event Group” name. The Event Group does have a
blog, but it is very under-developed and uninformative. A LinkedIn profile does not exist for
The Event Group, but their website (http://www.eventgroupproductions.com/) is very eye
catching and extremely informative.
Beyond Spots and Dots is another competitor for Ten Four Social and is located at 1034
5th Avenue, in the heart of Pittsburgh. Founded in 2006, their mission statement reads, “Our
primary goal is to help our clients define and achieve their advertising, marketing, branding, PR,
and digital objectives by producing accurate, high quality deliverables during long-term
mutually beneficial relationships. We dedicate ourselves to bringing clients inspiring ideas,
customized strategy, [and] tailored media plans, striking creative and technical expertise
through a selection of opportunities. Our further goal is to create a healthy and rewarding
company culture which promotes teamwork, creativity, discipline and excellence. Our success
will be a by-product of achieving these goals” (Beyond Spots & Dots | About Us. (N.d.).
Retrieved April 1, 2015, from http://www.beyondspotsanddots.com/about.html). Beyond Spots

Ten Four Social
10
and Dots is a full-service advertising agency with global reach and offers a wide variety of
services including:
Along with this extensive list of services, they are a five-time media All-Star award
winner, as well as the winner of the 2012, 2013, and 2014 Fast Tracker. The have also been
considered the 10th best place to work in western PA, 16th largest advertising firm in Pittsburgh,
and 23rd fastest growing company in Pittsburgh. As a company offering social media services,
they have figured out how to utilize it to their own benefit, and the amount of Followers, Likes,
etc. prove it. Their Facebook has 4,353 likes; Twitter has 2,020 Followers and 1,635 Tweets.
They do not use a personal Hashtag, but the Instagram account has 54 Followers and 47 posts
(not as impressive as expected). Beyond Spots and Dots’ personal website, similar to other
competitors mentioned, is intriguing, professional, and classy. Not much information is
available on the Beyond Spots and Dots LinkedIn profile aside from stating that 11-50
employees from Beyond Spots and Dots are active LinkedIn users.
Marketing Branding Digital
TV Logos Website Design
Radio Packages Social Media Marketing
Internet Magazine Spreads Search Engine Optimization
Outdoor Billboards Search Engine Marketing
Print

Ten Four Social
11
The last competitor considered for Ten Four Social is Revive Marketing Group founded
and run by Jack Bellas and Eileen French. Similar to Ten Four Social, it is a newer Pittsburgh
company yet not much information is available online about it. From what was gathered, Revive
Marketing Group specializes in:
This company utilizes a blog more than any other social media platform with an update as
recent as March 26th (The Revival. (N.d.). Retrieved March 30, 2015, from
http://revivemarketinggroup.com/the-revival). This blog is used more than the official website -
which has very minimal amounts of information. Revive’s Facebook has 2,921 Likes and the
company Twitter page has 1,538 Followers with 1,269 Tweets. They do not partake in
Instagram activity but as stated above, the blog is used consistently including announcements
and promotions of different events they are hosting or helping to put together. Though their
website is under developed, it is very interactive and creative. Revive Marketing Group has a
small presence on LinkedIn stating that there are 1-10 employees active on the site. Please see
the following table to compare and contrast Ten Four Social’s competitors more closely.
Public Relations Social Media Marketing
Viral Outreach Branding
Multimedia Campaign Development Other Special Events

Ten Four Social
12
Objectives
Ten Four Social, as a result of being a relatively new firm on the market of planning
social events in Pittsburgh as of last month, has the short-term objective of increased brand
awareness in the market, in order to accomplish the long-term objective of an increased client
base.
The building block of the short-term goal of awareness will be measured in social media
metrics on the main successful social media sites for Ten Four Social, those being Facebook,
Twitter, and Instagram, the metrics of which pertain to their respective sites, and all of which
will measured against the length of a year, that being the first of January of this year 2015 (as
that month also marks the opening of Ten Four Social), to the thirty-first of December of this
same year. This raised awareness will allow Ten Four to have a stronger brand name in the
market, and thus will produce more client attention, whether through advertisement or
recommendations, and therefore will increase the number of clients in the future who will
contract Ten Four’s services. The Facebook metrics that will determine whether this short-term
goal are reached are the amount of Follows and Likes for Ten Four Social’s business page. This
will indicate that not only does Ten Four have a loyal fan base, but also that Ten Four is being
widely discussed in real time. The Likes, however, do not have to be all by Ten Four’s Facebook
Followers, and they do not have to be on a certain post or by a certain user; so long as there are
Likes, the goal is being accomplished. The time meter stick for this, being one year with one
monthly reporting intervals, can help to identify what content Ten Four is posting as “hot” (in
that more Likes are amassed during a certain month), as opposed to what content is causing Ten

Ten Four Social
13
Four to receive less Likes over time. The result is Ten Four effectively keeping its thumb on the
pulse of online traffic by staying updated with current content. Similarly, Twitter’s meter stick,
that being a goal of 100 Follows and 100 Retweets at the end of year, with monthly reporting,
allows Ten Four to keep its eye on what content potential Followers find interesting. If more
Retweets occur after a result of certain content being posted, Ten Four should continue in posting
that type of content. Instagram’s meter stick of one year (reported monthly) consists of a goal of
100 Followers by year’s end. The monthly report will allow Ten Four to judge what content will
not only catch, but also maintain, an amount of Followers over time by keeping them engaged.
The long-term objective of an increased client base will be achieved through the short-
term goal of increased awareness of the Ten Four Social brand, and it will be measured over the
course of a year, with per-monthly reporting. The metrics that will be used to measure an
increased client base are the amount of recorded instances of direct contact with Ten Four Social
by potential or current clients (such as phone calls, e-mails, questions posed on the site, direct
contact with the owners, etc.), with a goal of 200 recorded isolated instances of contact by the
end of the year, the amount of bookings for client events, the goal of which is 100 by the end of
the year, and the amount of successful bookings for client events (no cancellations, failures,
refunds, etc.), with the goals being 100 at best, 85 at worst, and 90 as the mid-point. The contact
instances will measure direct customer interest in the firm; even a small amount of time taken
speaking with a customer will still provide enough time to make a first impression. The monthly
reports of contact with customers over time will allow Ten Four to analyze any “jumps” or
“drops” of popularity over time, and the contact types and conversation content will be
categorized. This will allow Ten Four to keep track of what types of conversation potential and

Ten Four Social
14
current clients find most favorable, and what topics (especially in the form of direct questions
about the firm) are the most important to clients, potential or otherwise. The measured amount of
booked events over time can determine when Ten Four Social receives the most business, and
therefore, Ten Four can tailor its advertisements and services toward the “busy” period, as
opposed to stretching resources thin. In addition, categorization of the different booked events
can allow for Ten Four to determine several elements of its market, such as what type of events
were most popular, what venues were most popular, and what event themes were most popularly
used. This can allow Ten Four to effectively follow and exploit trends in the market. In addition,
comparing the successful booked events, as opposed to the unsuccessful events, Ten Four can
determine the factors that caused the events to fail or be successful, such as client cancellations,
defective or insufficient equipment, or poor customer service, as opposed to excellent customer
service, creative theming and design, and clear communication with a reliable client. Analyzing
these factors, Ten Four will be able to polish its strengths, while also correcting its weaknesses.
Considering that the majority of small businesses do not survive the first year in the market, Ten
Four will have to learn this lesson fast in order to perform well.
Strategies
As stated in the previous section, Ten Four Social has two main objectives that they wish
to achieve, which consist of:
1. Short-term objective of increased brand awareness in the market
2. Long-term objective of an increased client base.

Ten Four Social
15
In order for these objectives to be accomplished, action needs to be taken for these goals
to gain the attention of the public on social media. Ten Four Social needs to follow the strategies
listed below to gain the outcome that is demanded in order for the company to succeed.
Facebook
Ten Four Social does have a Facebook page, where
there is currently 164 Likes as shown in the figure to the
right from the view of the profile from an IPhone. The
more Facebook is used, the more Likes there will be and
Followers that will see all the posts from the company
resulting in the increase of awareness of the company and
resulting into the increase in clients. Facebook is used
most out of all the other social media by people all over the
world (“Top 15 Most Popular Social Networking Sites”).
By increasing the usage of posts that relate to the event
planning and events being planned will gain more Likes that
will then create the company’s name to grow. The figure to the
left shows a good example of what posts should look like when
it comes to spreading the word of upcoming events. There
should be pictures or even videos of the events shared on
Facebook that were taken leading up to the event and during
the event showing everything that was put into hosting the
event. There will also be Tags made with the local clients, food vendors, or venues if possible.

Ten Four Social
16
By doing this, it can help market Ten Four Social by
showing up on pages of their Followers. Posting on the
official Facebook page is to be done on a regular basis
two times a day to increase the awareness of the company
and will range anywhere from strictly professional to
supporting the local area and all that is happening in it.
The Heitz post, located to the right, is how a post should
be presented on the official page when trying to connect
with the Followers on Facebook.
When taking the time to train someone on how to use Facebook for Ten Four Social, they
need to be taught how to Tag people and companies, what to post about the event and what to
post about the local areas, and even how to manage the time between posts. Potential employees
much understand what exactly is to be posted about local events and events being planned. By
the company name growing, it will turn into the number of likes increasing but also gaining
clients that need help with planning events for higher ranked companies in Pittsburgh.
Twitter
Ten Four Social does have an active Twitter
account. The account has 73 followers and 65 posts at
this time. Posting tweets more often about events and
things happening in the town will gain even more

Ten Four Social
17
followers causing the company’s name to grow and again resulting in reaching potential clients.
Utilizing the Pittsburgh area, such as the sporting teams, will help bring in the locals to follow
the company’s official Twitter account. An
example of this type of tweet is shown to the left
about the Robert Morris Basketball team.
Connecting with the community will gain
Retweets also helping the Ten Four Social name
to become seen more often and resulting in more
Followers and Retweets. The more posts about events that are planned and ongoing with the
help of Ten Four Social, will add to the visual aid of what the company can supply for events
they are asked to handle. Posts about food, venues, and sponsors will cause other companies to
want to get involved and compete. By adding Hashtags and websites within Tweets is another
way to help reach out to other users on Twitter. It connects with the public in different ways in
order to gain Followers and even potentially another client. Drawing attention using Hashtags
will help connect Ten Four Social with more of a wider audience. Example of this type of
twitter post is shown in the picture on the right.
Regarding social media, such as Twitter, Tweets
need to be made every day. The Tweets that are made need
to be positive. If keeping up with social media sites
become too much, training employees to oversee this will
help out. The employees just need to be taught the rights
and wrongs of Ten Four Social’s brand. The image of the

Ten Four Social
18
client is in Ten Four Socials’ hands and needs to be treated with respect. When it comes time for
Ten Four Social to teach another how to keep up on their Twitter accounts, the employee should
have guidelines to follow. Some of these rules need to contain the time of day to Tweet and
Tweeting at least two times a day. Grammar needs to be correct and contain professional content.
Just as when working with a client’s Twitter, there needs to be a positive atmosphere maintained
throughout the account.
Instagram
Ten Four Social does have an Instagram account.
There are currently 56 Followers and 32 pictures on
the account account. Posting pictures regularly
using popular Hashtags will help keep Ten Four
Social popping on up on the discover page. Posts
are to be made weekly depending on if there is an event or not. If there is an event, posts should
be made with every step of the planning process sharing
positional locations or food that Ten Four Social is able to
supply. If there is not an event being planned, posts should be
made weekly supporting the local activities of the area, such as
the pictures to the left. By posting more pictures and adding
Hashtags of the event that Ten Four Social helped plan, will
gain more followers by connecting the Hashtags with the
pictures posted then connecting the picture with the Hashtags

Ten Four Social
19
searched. Sharing pictures leading up to the events will help promote Ten Four Social’s ability
for event planning and even the company they are planning for by sharing the upcoming
occasions. Even posting short videos and pictures of events, venues, sponsors, or the food at the
event will allow the company’s ability to shine through to the public, showing all that Ten Four
Social can do to help support a company’s event. Thus, creating the growth in the number of
Followers and clients. An example of this is shown in the picture to the left from the signing
event that Ten Four Social had done. When posting pictures, the company can add the customer
usernames to the pictures, this way the pictures that Ten Four Social posts even show up on the
other company’s account which can help even more getting the event planning company’s name
out there, as long as the company has granted permission to go about doing this.
When training an employee to take over posting on Instagram, they need to remember to
use visually appealing pictures and Hashtags. Even sharing little comments that are positive
towards the event or company itself will help with every post showing that Ten Four Social is a
supportive company that will help in any
way they can. To the right is an example
of past comments made on the official
account. Using Instagram will allow Ten Four Social to show their success and all that they can
offer a company when planning an event. This also allows the customers to know that their
event is in good hands by being able to visually see what all Ten Four has brought together for
other events they were in charge of.

Ten Four Social
20
Blogging
Blogging can help connect to the cyber population that follows blogs. Ten Four Social
currently does not have a blog, but by creating one, can only benefit the company by connecting
with the public that use blogs daily. On their company’s personal page, there are ways to work
in the events that are planned by having there be posts made leading up to the event. These posts
will consist posts that share details of what they did to
plan the event anything from what food was picked to the
location. Then, Ten Four Social will make posts sharing
details after each event saying how the night went and
thanking companies if need be. Everything from the food,
to the sponsors, to the venue, and the vendors or
companies will be shared that were involved in the
evening within their blog page. The example of the food
is from a past event that can be posted on the blog, just as
it was done on the other social media sites. Also, posting pictures and videos of the events that
were previously planned showing the whole event will draw the attention of the public even
more. Posting on the blog needs to be done at least once a week and more if there is an event
being planned. Once a flow is created on the blog, Ten Four Social will be able to train
employees on how to operate their blog. Teaches them when to post and what to post that will
target the public’s eye. By having a blog will connect to the customers that follow blogs and
create another way to gain clients. They are able to read about events and see how the event
turned out.

Ten Four Social
21
YouTube
Having a YouTube account will allow Ten Four Social to reach the public by
giving an in depth virtual tour of what all the company can do. Once the account is set up it will
be used to show events that were planned, along with keeping people updated on what is new
within the company such as a new office space. YouTube will allow the company to take as
much time as they need to show everything they wanted to show anything potential customers.
Posting video’s on Instagram is great but there is a time limit as to YouTube allows there to be
more time and go into more of what the company is all about and showing what all they are able
to achieve for a company. Posting a video is best done after an event showing everything from
the planning process to the final product. The link to the YouTube video will be posted on all the
other social media’s in order to give others the opportunity to see the video and not just the
people on YouTube.
LinkedIn
Ten Four Social does have a LinkedIn account. Ten Four Social should strongly consider
using the LinkedIn account more often so that it will allow more of a connection with other local
businesses and see what they are doing within the company and what they are looking for
exactly. Since looking for a more professional business outlook is what Ten Four Social is
looking to plan events for, the company would benefit from having a LinkedIn. Due to the fact
many businesses have a LinkedIn account and will look on this for many reasons such as to find
employees or even for event planning, Ten Four Social will be able to make more professional
connections through this. Ten Four Social should make posts on their company’s page about

Ten Four Social
22
upcoming events and past events with adding pictures and links. LinkedIn would be mainly used
directly by Rachel Maga and Beth Vietmeier. Ten Four Social can utilize this social media to
help find potential employees that will help run their social media and other event planning
business.
Pinterest
Ten Four Social does have a Pinterest account but should consider keeping it up to date in
the near future. Keeping up with the Pinterest account will allow the business to connect with
people that are trying to plan events. Events that are usually being planned on Pinterest are
weddings, anniversaries, and many other type of parties that are located in suggested searching
drop down area. Posting pictures and adding links linking to the official Ten Four Social
accounts allow the name of the company to expand just by taking the client from Pinterest to
their official site. The pictures below indicate the steps needed to follow to share posts on
Pinterest.
1. Add the link for others to local the site.
2. Choose an image to create the Pin.

Ten Four Social
23
3. Fill out the information about the Pin you are sharing
Also, videos can be posted of the events that were previously planned showing the whole
event allowing the viewers to see all that Ten Four Social can do. This will result in people
following Ten Four Social on Pinterest and even on other social media when looking for event
planning. It even puts the company at a higher chance of gaining clients. Employees that are
running Ten Four Pinterest needs to understand that there should be quality pictures and little
comments to link the picture to what people on Pinterest are searching for.
Google Alert
Ten Four Social does not have Google Alert. By creating Google Alert, it will send
emails to the user when it finds new results, such as web pages, newspaper articles, or blogs that
link to the user's search term. If a potential client is searching event planning and comes across
Ten Four Social, an alert will be sent to inform Rachel Maga or Beth Vietmeier that someone has
come across or is posting about the business. Ten Four Social will use this to see if and when
their event planning company is being talked about and shared.

Ten Four Social
24
Conclusion
Ten Four Social is an event planning company that is looking to expand its business
through using social media in Pittsburgh. Keeping up on the update on Facebook, Instagram,
Twitter, Pinterest, LinkedIn, YouTube, blog and the official site will help create a foundation for
the business. By creating other social media pages it will help connect with other potential clients
and show what all the company has to offer as a whole in the local area of the city of Pittsburgh.
Even using Google Alert, will help Ten Four Social see how well their business is growing with
the public. Posting updates and upcoming events will keep the public looking and looking at
Ten Four Social as a potential event planning company to come to when in need of event
planning.
Design
The overall strategy for Ten Four Social is to create and maintain a large client base
through the use of social media marketing. Ten Four Social is a brand new company that was
launched in January of 2015. Ten Four Social has created a Facebook account, Twitter and
Instagram. The company will be utilizing these by making posts to them every day about various
events that will be planned, things going on in the Pittsburgh area, as well as, things that are
trending nationwide. The first new strategic objective is to create greater online visibility with a
steady growth in followers on all social media accounts by the end of March 2015. Secondly,
Ten Four Social wants to see a growth in clients through the various social media platforms.

Ten Four Social
25
Finally, a plan will be laid out for Ten Four Social to create a LinkedIn account and possibly a
blog.
The three main social media accounts that Ten Four Social currently uses are Facebook,
through the means of a Facebook business fan page (TenFourSocial), a Twitter account
(@ten4social) and an Instagram account (TenFourSocial). It is very important for Ten Four
Social to maintain an active social media presence through all of the sites. Since Facebook is the
most commonly used social media platform in the world, it should be utilized by posting
pictures, videos and links to the places that Ten Four Social’s planned events are being and have
been held. Ten Four Social’s current Facebook page does a good job of conveying this. The
company’s profile picture is very professionally done. The page clearly states that it is a
Consulting/Business Service and has a brief description of what Ten Four Social is all about in
the About section. The page has a nice flow and is updated regularly with pictures and posts
about what events they have coming up, as well as, past events. Ten Four Social makes sure to
tag individuals that are important to the events, such as professional athletes or venues that the
event was held. A few things that should be done differently are that the Facebook, Twitter, and
Instagram page all have the same profile picture of Ten Four Social’s logo. This will present an
even more professional experience and convey a more uniform look. They also need to advertise
that Ten Four Social has a Twitter and Instagram account. This can help connect the three
platforms better and may aid in obtaining more Followers to all three accounts.
Ten Four Social’s Twitter account is used in a similar way to that of Facebook. Ten Four
Social tweets out information that is relevant to events that the company will be hosting. They do
a great job of using popular Hashtags to get them better exposed. As of late, Ten Four Social has

Ten Four Social
26
been mainly using Pittsburgh based hash tags since their main client pool has been in the
Pittsburgh area. A change that Ten Four Social can make to their Tweets is to Tweet out other
things that are relevant to what is going on nationwide, as well as, using a trending topic in their
Tweets when trying to promote an upcoming event that Ten Four Social will be hosting. This
will aid in drawing the attention of a wider audience, which can help the company to expand
farther than just the Pittsburgh area, as well as the potential to gain more clients.
Example of a post on Twitter by Ten Four Social:
Ten Four Social’s Instagram account is another great social media platform that can be
immensely helpful in assisting Ten Four Social to obtain a larger client base. The account is
currently not utilized to its full potential. It is barely used, which is a great dis-service to the
company. By adding a photo and Hashtag every day of current events that are going on in order
to build awareness of the company, Ten Four Social will be able to show their success in event

Ten Four Social
27
planning, as well as their social media management component of the company. They should
share pictures leading up to the events that they will be hosting as well as videos, pictures of
events, venues, sponsors and the food that was served to better display the events that they have
planned. Ten Four Social will add the client’s username (if they are granted permission) so that
the pictures that are posted will show up on the client’s accounts, which will increase exposure
of Ten Four Social.
Lastly, Ten Four Social needs to create a LinkedIn account. LinkedIn provides a great
opportunity for the company to connect with potential clients not only in the Pittsburgh area, but
nationwide. Ten Four Social can utilize this platform by posting information about what exactly
their company does, and well as information on upcoming events that they have planned and also
past events. They will share links and photos to better get their name out there. LinkedIn would
also be a great tool in helping Ten Four Social with one of their long-term goals, which is the
acquisition of interns. It will aid in putting out what the company is looking for in their interns
and what exactly Ten Four Socials industry is. An example of a LinkedIn page for Ten Four
Social is below. This is a good example of what the LinkedIn page should look like. It has a nice
and clear representation of what Ten Four
Social is and what services are offered.
LinkedIn should not be a priority, but it is
necessary to check and see if there have been
any connections made with potential clients
and update the page with the events that are
going on.

Ten Four Social
28
Event
The Event that is being suggested is a seminar in which, if successful, will bring in new
clients for Ten Four Social. The premise of the event plan will include general information about
the event, what steps must be taken in order to execute the event, suggestions on how to make
the event marketable, the finance behind the event, and how to use the information from the
event to analyze Ten Four Social’s company forecast.
So what is this event? The seminar that is planned will be called “Ten Four – Social
Media use for Business.” This is an organized seminar that Ten Four Social will be putting on. It
will consist of a PowerPoint presentation that teaches individuals about the basics of social
media and how social media will boost their business in an online focused society. The
PowerPoint presentation will be conducted by a member of the Ten Four Social staff that is
knowledgeable in this topic.
Event Details:
Title: Ten Four – Social Media use for Business
Date: Summer 2015 (TBD)
Time: Tuesday Evening – 7 PM
Location: Upper Sewell Center, Robert Morris University or Hotel Conference Room

Ten Four Social
29
The decision of creating this seminar can be backed up by the premise of Ten Four
Social. As a company just starting up, it will be beneficial to showcase their services in an
indirect way. Without the solid client base that most companies have, the brand and image will
have to be advertised before social media can spread the brand and recognize the company in a
competitive industry. From a company stand point this seminar will allow for personal
recognition and provide a sample of an event planned out properly to the people in attendance.
Since this seminar will require individuals to travel and allocate time, it is important to
understand why a seminar is beneficial to the individual. As stated earlier, individuals will go out
of their way in order to build their personal resume; which means they will go out of their way to
gain an advantage. Knowing that small companies don’t have the resources to distribute for
social media managers, adding this skill set during the “online age”, will encourage them to
attend. Instead of having an online webinar this seminar allows for alumni to interact and
network with each other, as well as taking in consideration of supply and demand. By having this
seminar only available in person, it doesn’t give them another option.
To successfully execute this event, it is important to plan and organize every detail that
will take place during that evening. When coming up with an event outline, a schedule that
provides detailed information on the time each person is in charge of his or her designated
responsibilities will ensure a successful seminar. At the beginning of the evening there will be a
moment of introduction to emphasize on who you are and explain why the presentation will be
beneficial to the attendees. After the introduction it will directly transition into the presentation.
Once the presentation is completed, questions will be answered and one on one time will be

Ten Four Social
30
available for further questions. Besides the presentation, there will be refreshments and time for
networking.
The main focus of this event will be to further enhance people’s knowledge of
possibilities that can further their business. As a way to focus on the theme the Power Point
presentation should include the following information; The Main social media platforms, starting
your company page on social media, how success is determined on social media, tips on how to
connect with consumers using social media, acceptable language and behaviors on social media
sites, building up your brand image through social media, and how Ten Four Social can assist
with their social media and event needs. As a way to emphasize the main point of the
presentation, a handout will be passed around that has examples of certain tips and links to sites
that may make using social media easier on them.
With every event there is the main concern of who will show up and how will they hear
about it? The Alumni committee associated with Robert Morris University will be a great place
to begin. Even though students are usually tech savvy in today’s society, they are always seeking
advantages that they can contribute to their potential or current business. In consideration of the
connection Ten Four Social has being alumni from Robert Morris University; your fellow alumni
could find this to be beneficial. By taking steps to contact the school and providing information
on this event, it would be a great opportunity for Robert Morris University to keep active with
alumni.
Young adults that just graduated and are stepping into companies will be a great driving
factor to your main goal in new clients. In expectations that the alumni committee finds this
event beneficial, sending e-mails and letters to past students will be a priority in finding

Ten Four Social
31
individuals to attend and benefit from this seminar. As well as Alumni, contacting current
clients and sending invitations to their members would open great opportunities to reach new
potential clients, while helping the members of that organization understand social media better.
Some of the costs that will be incurred while putting together this event will include
renting the space of the location, marketing and advertising costs, the amount of time that will be
donated in preparation of this event, and either refreshments or food expenses. A way to account
for the costs in hosting this free seminar is important to plan. Finding potential businesses that
provide event space could be an efficient way to cut down costs. If they will advertise their
company in exchange for either event space or monetary funding for this event, it will take the
responsibility of financing this event off of Ten Four Social. The driving point behind
advertising for this event would be that the people attending this event are likely to be
incorporated with a business in which may be potential clients for their event space as well.
In order for you to determine the success of this event, you will need to compound and
extract information to know how Ten Four Social has been growing before the event and
compare how the statistics relate to growth directly from the time period after this event. Some
of the information that will be used in determining how much growth as a company this event
has provided; will be the amount of followers on each social media site, the amount of new
individuals that the posts reach, what time of day do the posts receive the most feedback, and
how much interaction is taking place between Ten Four Social’s social media accounts. When
accumulating information, examples from before the event in contrast to the statistics after the
event, will determine the change that occurred within Ten Four Social’s activity due to this
event. It will also be necessary to establish the average growth regularly within the company and

Ten Four Social
32
subtract that from the effect caused by this event to extract the actual amount that was directly
related to this event.
If the statistics show a positive correlation to this event and Ten Four Social’s growth, it
would be beneficial to weigh the costs against the change in activity for the company, in order to
determine whether continuing seminars is beneficial in expanding A recommendation would be
to use the knowledge that you as a company has on these topics and firmly support Ten Four
Social’s abilities while providing this free seminar to make a lasting impression with the people
in attendance in hope to gain a larger following to what your company is about.
Analytics
The main point to consider, when it comes to the analytics portion of Ten Four’s social
media marketing plan, is that, due to the firm being new, there was neither a social media
marketing plan in place, nor a meter stick to measure the effectives of that plan. Therefore, our
recommendations stem from essentially building the marketing plan from the ground up. The
recommendations we have Ten Four Social to get started with measuring the analytics of the
effectiveness of its social media marketing plan are to determine the correct quantitative and
qualitative metrics to use for gauging the level of activity within Ten Four’s social media, to
determine which competitive firms to benchmark this data against, and to keep or discard
ineffective metrics. In order to determine whether the metrics are ineffective, we recommend that
Ten Four keep an up-to-date measurement of each, and not only determine which site is the most
active, but also how well the competition is doing in comparison to Ten Four. If the competition,

Ten Four Social
33
for example, is receiving greater attention than Ten Four as a whole on a certain site, Ten Four
might have to change its metrics.
We have already set up metrics for Ten Four Social to utilize in order to gauge the
success of the social media marketing plan, and ways of effectively measuring them. These
metrics revolve around Ten Four’s Facebook, Instagram, and Twitter accounts. Each has a set
metric gauge, with quantitative and qualitative patterns set for each. Each site’s metrics and
strategies will be listed in the following paragraphs, but without competition to benchmark the
data against, as we did not find an appropriate benchmark. The quantitative metrics will be listed
in chart format. In addition, we were not able to determine which metrics were ineffective, due to
this social media being so new.
The quantitative metrics for measuring the effectiveness of the Facebook account largely
focus upon the raw amount of comments, likes, and follows. The table would look roughly like
this:
Facebook (Current Month)
Comments Likes Follows
Comments This Month
(Total), authors included
Likes This Month (Total) Follows This Month (Total)
Comments Last Month
(Total), authors included
Likes Last Month (Total) Follows Last Month (Total)

Ten Four Social
34
Length, frequency, and
content of comments this
month. Sort comments into
type, such as questions,
regular comments, or junk
comments
Frequency of likes this month,
as well as what pages were
Liked (and who Liked them)
Frequency of follows this
month, as well as what
possible demographics the
Follows can point to (such as
who hit Follow)
This chart allows for Ten Four to determine how the Facebook account is being
frequented from month to month, and what content is popular. The qualitative pattern will be
seen by the exact typed comments, as well as who posted the comments. In addition, it will track
which users who have Liked, Followed, etc. Comments will be organized into subcategories by
what month they arrived in, who submitted the comments, and what subject matter these
comments pertain to. To clarify, the organization of comments will explain who is interested in
communicating with the firm at what time, and what topics are most important to the current
market. The likes will be sub-organized in a similar matter, by way of what pages are Liked, who
are Liking the pages, and what pages are Liked. As a result, Ten Four will be able to understand
what content is most relevant to the current market, and what prospective clients are most
interested in interacting with the content, and by extension, Ten Four Social, who is posting the
content. The Followers will be sub-organized as to when they began to Follow Ten Four, and
who the Followers are. As a result, the Followers will be pin-pointed by specificity of name for
Ten Four to further converse with them, and Ten Four will be able to read and use the specific

Ten Four Social
35
time periods in which it is most easy to acquire new Followers, and therefore, new potential
clients.
Ten Four Social is looking for a trend of what is popular with their customer base in these
measurements, as topics that are more often ‘Liked’ will bring more followers, and the trending
line of Follows over time will also determine the popularity of topics Ten Four presents over
time, as more popular posts on Facebook will generate more Followers for the page. The number
of Likes will be tracked over time on a monthly basis, and this can be done in either the manual
manner of personally reviewing the page and writing down or typing the amount of likes for each
post at the end of the month, or to review on the comprehensive Facebook history (complete with
all alerts to a page, including Likes, along with the provided date) to find the recorded amount of
Likes per month. What to look for in terms of Likes are the topics that are “hot,” or generate the
greatest amount of Likes in a short amount of time. These can be exploited for more exposure.
Also, it should be noted which Likes are “one hit wonders,” as they are items that are Liked in a
short amount of time, but not in the long term, and thus Ten Four should continue to seek other
topics with more long-term results, not only short-term results of a large amount of Likes in a
space of a few days, but no further Likes after that amount of time has elapsed. What to look for
to determine a “hot” topic is the amount of Likes, that being about 30 or higher, in a short
amount of time, such as a day. This shows that the topic is relevant, and is generating a high
amount of attention for the page.
The quantitative metrics for Instagram are highly similar to those of Facebook, due to the
similar format between the sites.

Ten Four Social
36
Instagram (Current Month)
Comments Follows
Comments This Month (Total), authors
included
Follows This Month (Total)
Comments Last Month (Total), authors
included
Follows Last Month (Total)
Length, frequency, and content of comments
this month. Sort comments into type, such as
questions, regular comments, or junk
comments
Frequency of Follows this month, as well as
what possible demographics the Follows can
point to (such as who hit Follow)
The chart listed here, similar to the Facebook account, allows for Ten Four to determine
from month-to-month if the Instagram account is receiving much traffic, and what content is
popular. In addition, the qualitative data of the comments, and the frequency of activity from
Followers, is displayed here. Ten Four is using the Follower metric on Instagram to find not only
who can be potential clients, as determined by the amount of devoted Followers on the site, but
also what content is popular to post in order to garner attention for the firm. “Hot” content on a
frequently updated page will keep Followers, while less interesting content will eventually cause
Followers to taper off. In addition, this information helps to also better get to know market
demographics, as certain posted topics will garner more Followers of one possible pool, while
others will have the opposite effect. The comments posted on Instagram will be sub-organized

Ten Four Social
37
into comment type, commenter, and time of comment. This will allow Ten Four Social to see
who is most actively interacting with the Instagram page, as well as what content prompts the
most activity, and at what time the activity most often occurs. The Followers, similarly to the
Facebook page, will be sub-categorized into name and date in which the person became a
Follower, in order for Ten Four to more properly get to know its individual Followers, and thus
tailor their services to that potential client’s tastes, as well as to discern in what months Ten Four
is most likely to receive more attention by potential Followers, thus those months can be
capitalized upon.
The Twitter account metrics differ as a result of the other user-based features on the site.
The metrics will be taken in terms of Retweets, Favorites, and Followers from month-to-month,
and similarly to the Facebook and Instagram charts, will display qualitative data as to the
identities of the Followers, and the frequency of Follower activity.
Twitter (Current Month)
Retweet Favorite Follower
Retweets This Month (Total) Favorites This Month (Total) Total Followers This Month
Retweets Last Month (Total) Favorites Last Month (Total) Total Followers Last Month
What Was Retweeted, by Who What was Favorited, Who
Favorited
Identities of Followers, New
and Old

Ten Four Social
38
The chart listed allows for Ten Four to keep tabs on what information is current and fresh
to post on Twitter, as well as to track new and current follower activity. This allows for Ten Four
to keep an up-to-date account, and branch out to new demographics by posting more relevant
information based upon these findings. Ten Four should look for what content tends to be
Retweeted the most, as this is “Hot” content that generates the most “buzz,” and therefore, the
most attention for Ten Four itself, online. Running sidelong with this is the amount of Followers:
less interesting content will cause followers to drop of in a cause-and-effect manner. The
Retweets will be sub-categorized into what tweets were Retweeted, when they were Retweeted,
and who Tweeted them. This will allow Ten Four to track what content sees the most activity for
the firm, as well as who is most interacting with Ten Four’s pages, and what times of the year are
the most effective for Ten Four to garner the most attention for itself. The ‘Favorites’ will be
sub-categorized by what is Favorited, who Favorited it, and when it was Favorited, in a similar
fashion to the Retweets. What is Favorited can determine what content type will bring the most
attention to the page, who favorites it will determine which potential clients are the most
interested in interacting with Ten Four, what time something was Favorited helps to indicate
what times of the year are the best for Ten Four to exploit for more attention. The Followers will
be sub-categorized into who Follows Ten Four, and when that person began to Follow. Similarly
to Facebook and Instagram, this will allow Ten Four to better get to know its individual Follower
identities and needs in order to adjust accordingly, and to exploit times of the year in which the
firm can receive the most attention from potential Followers, and thus, potential clients.
In order to benchmark the success of the findings from the quantitative data, Ten Four
Social is to compare its results against specific competition in the greater Pittsburgh area that

Ten Four Social
39
have an online presence, such as Hello Productions, a local event planning firm. Discreetly, Ten
Four should look at the competition’s main pages (specifically those on Facebook, Instagram, or
Twitter), and see what content the competition is posting, and what is popular, as well as how the
competition deals with its online users. This is usually seen in the form of comments back and
forth between a firm and those viewing its page. Ten Four should check these pages frequently,
but also should not get lost in only looking at the competition’s online content, as this is
obviously not the only form of advertisement the competition can use.
For further recommendation, Ten Four is to continue using the basic metrics of Likes,
Followers, etc., as they are the most frequent in appearance across the different sites, and are
easy to quantify; simply, the amount of each can be gathered at the end of each month. The
comment metric is also the easiest in terms of interaction with customers, as Ten Four can
quickly respond to comments by visitors to the page in order to address problems or questions.
Ten Four could also add a few analytics, recommendations being the most principal of them.
This is supported by the fact that Ten Four is a social planning firm, thus the firm would want to
be known for good performance. The recommendations are to be quantified by the amount of
comments on Ten Four’s pages who praise the firm, or possibly by Retweets from other pages
that link to Ten Four’s page, along with a recommendation. This accomplishes Ten Four’s
objective not only of increased visibility in the market, but also of a good reputation for the firm.
A secondary additional metric would be word-of-mouth, but I would advise against
implementing this metric, as it would be hard to quantify due to the fact that it is not only
impossible, but also illegal to page through all information on Facebook/Instagram/Twitter to
find only one that pertains to Ten Four. The remaining metric is overall measure of Ten Four

Ten Four Social
40
Social’s visibility online, which would be quantified by the amount of times Ten Four Social’s
posts are Reblogged, or its photos and videos are Shared. The problem with this metric, however,
is that it can be invasive to the privacy of other online users. Public relations should measure this
metric by checking the amount of times Ten Four Social’s content is Reblogged or Reposted,
which is usually displayed on the original, or parent post.
As an auxiliary item, Ten Four Social should also consider similar metrics for its newer
pages on YouTube, Pinterest, and LinkedIn to those metrics that are recommended for its
Facebook, Twitter, and Instagram accounts. This should, however, be considered not a main
priority, as these sites are new for Ten Four Social, and are not the main focus of the firm, due to
the sites being new, and not as generally popular online as the aforementioned Facebook,
Twitter, and Instagram. For this reason, there will not be an included chart for this section,
merely suggestions. The YouTube channel can be categorized by Subscribers, video Likes, and
video/profile comments over a year, and measured by month. The Subscribers can be sub-
categorized in a similar fashion to Facebook Followers, by name and time of Subscribing. This
will allow Ten Four to better understand its audience, and to determine what times Ten Four
receives the most attention. The Likes for the videos can be characterized by what type of video
was Liked, when it was Liked, and who Liked it. This will allow Ten Four to determine who is
interested in Ten Four’s content, what content is most interesting, and what times of year garner
the most attention for Ten Four. The Pinterest metrics can be determined by the amount of
shared pages, and Followers. The shared pages will be sub-categorized into what pages were
shared, who shared them, and at what times. The shared page amount will help determine what is
the most “Hot” content in the current market, the time will indicate when Ten Four is most likely

Ten Four Social
41
to receive the larger amounts of attention, and identity of each sharer allows for Ten Four to
pinpoint who is most interested in interacting with the page. The Follower amount will be sub-
categorized by who followed, and when, to allow Ten Four to more intimately know the needs
and desires of its Followers, and to also conjecture when the best time to find new attention for
the firm will be. The LinkedIn metrics can be determined by the amount of Connections, and
comments on postings. The Connections will be sub-categorized by who is connecting with Ten
Four’s page, and when the connections were made in order to determine the individual needs and
interests of the person or small business that has connected with Ten Four, and to determine what
times are the best for Ten Four to garner attention for itself. The comments on postings will be
sub-categorized by what content is commented upon, who commented upon it, and when. This
will help Ten Four determine what content is the most interesting to the market at the time, when
is the best time for Ten Four to gain attention in the market, and who is the most interested in
interacting with Ten Four.
Ten Four Social, while a new firm, does already have a framework laid out for its social
media-marketing plan. The firm needs to watch the quantitative data each site presents each
month, and adjust accordingly to trends. In addition, Ten Four needs to find a benchmarking
position in order to gauge the effectiveness of its plan against that of the competition. As a last
item of note, Ten Four must also add other quantifiable metrics to their social media marketing
plan in order to gain the exact knowledge of its value (within the realm of possibility, of course).

Ten Four Social
42
Recommendations
In order for Ten Four Social to reach their full social media marketing potential, it is
required to have specific, realistic and measurable goals established. With set objectives of
increasing company awareness and furthering their client base, comes the application of the
following recommendations to maximize efforts. With the support of these recommendations,
all objectives are more than attainable within the five-year time span presumed of the long-term
objectives. Since there are only two current employees at Ten Four Social both are able to
update, post, and participate on all social media platforms so each employee will need
accessibility to all social media apps on their personal devices for ease of access. That being
said, it is imperative that Rachel and Beth delegate who is responsible for which platform so that
posts are not overlapped. This delegation will be left up to Rachel and Beth because each of
them is sure to be more familiar and comfortable working with certain social media sites.
Spending two hours preparing content on Sundays for all social media sites (Facebook, Twitter,
Instagram, Blog, YouTube, LinkedIn and Pintrest) for the entire next week will optimize
organization and consistency across all pages. An ideal site to organize message scheduling,
analytics reports, and competitor analyses is Hootsuite.com with services ranging from $0-69 per
month (Plans. (N.d.). Retrieved April 16, 2015, from
https://hootsuite.com/plans?icn=primtopnav&ici=Compare Plans). The importance of the social
media platforms follows the order they are addressed in this section.

Ten Four Social
43
Facebook
Facebook should continue to be used as the main social media platform. It is consistently
ranked as the most trafficked social media site and will continue to be (Social media site usage
by year. (2015, January 8). Retrieved April 1, 2015, from
http://www.pewinternet.org/2015/01/09/social-media-update-2014/pi_2015-01-09_social-
media_01/). With it being the most trafficked site, using it as the primary account will allow for
the greatest reach of followers among all Ten Four Social accounts. Suggesting current
Facebook followers to ‘like’ or ‘follow’ other Ten Four Social media accounts will be most
prevalent in boosting followers since it currently holds 164 page followers as opposed to
Twitter’s 73 and Instagram’s 56; using the technique across platforms is optimal assuming not all
followers are active on all of Ten Four Social’s chosen platforms. Setting monthly goals will
continue to keep Ten Four Social on track for expansion; 100 additional followers a month has
been working and is a respectable goal.
Create posts that hold substance, using
tags of other relevant pages. For instance,
the posts for the event at Trapuzzano’s that
included a tag for their page as well
reached both their followers and Ten Four
Social’s. While doing so improves reach,
ideally Ten Four Social would tag pages
that also engage in their Facebook activity.
Doing so would create conversation

Ten Four Social
44
between the two pages influencing the followers to get involved, potentially drawing them to
view Ten Four Social’s page.
As the current follower base has been built primarily through Rachel Maga and Beth
Vietmeier sharing the page for friends on their personal pages, asking active followers of the Ten
Four Social page or friends on their personal pages will continue to greatly increase followers.
For instance, this technique was tested before on Ten Four’s Facebook page and increased the
following by approximately 50 people in one day when shared with an influencer among the
event community, which is 36% of their cumulative followers. Continuing to network with
relevant personal and business pages will build trust and ‘buzz’ within the event planning
community. Offering an incentive will influence followers to share the Ten Four Social page.
For instance, saying they will put names in a hat of everyone who shares their page, and the
winner will receive a ticket to their next autograph signing. “Check-ins” at events is another way
this technique is applicable, asking guests to check-in upon arrival and giving a free drink ticket
to participants (Brazeil, L. (2011, February 3). Foursquare to Facebook Places: Insight into
Check-ins. Retrieved April 1, 2015, from http://www.ignitesocialmedia.com/social-media-
stats/foursquare-facebook-places-checkins/).

Ten Four Social
45
More pictures of Ten Four Social events will narrow the focus of their page and show
followers what their services offer as engagement is provoked more so with pictures than
anything else. It is most common for people to check their Facebook account between 1-4pm,
peaking Wednesdays at 3pm, (Eridon, C. (2014, April 30). The Best and Worst Times to Post on
Facebook, Twitter & Pinterest [Infographic]. Retrieved April 1, 2015, from
http://blog.hubspot.com/marketing/best-times-post-pin-tweet-social-media-infographic), the
highest reach will be achieved by timing posts to be generated within these time frames. During
the two hour weekly preparation sessions, content can be set to post at certain times, or if
preferred posts would take an additional ten minutes per post to do individually. Reviewing
analytics during preparation sessions will be helpful in seeing what posts people engaged in the
most, so as to make the next week’s posts based off of that. For instance, if followers engaged
the most in posts with pictures, do an additional post or two with a picture on it. When an event
is booked, Ten Four Social can engage followers by asking questions. For example, after
booking a fundraiser, create a post that asks if their followers like photo booths, if they prefer a

Ten Four Social
46
cookie table or candy bar, etc. Doing so gets Ten Four Social feedback and encourages
followers to get active in the conversation. Content for posts should vary around most engaging
and relevant topics, including events around Pittsburgh, food, positivity, and entertainment such
as movies. Posts involving either Rachel Maga or Beth Vietmeier bi-weekly will build
transparency, for instance Beth going to California to work with UCLA or a picture of their new
office. Doing so will allow followers to put a face on the company they are following and make
Ten Four Social’s page more relatable as this is also something competitors are not doing.
Twitter
Twitter, like Instagram, is essential and one of Ten Four Social’s core social media
outlets. It needs to be constant with at the very minimum 3 tweets per day and checked every
two hours from 7 am through 11 pm. “Checking” Twitter should be used to search for new
followers, mentions, and retweets. Any user who mentions Ten Four Social in a tweet, retweets
a Ten Four Social tweet, follows Ten Four Social, or asks any questions about Ten Four Social
needs a response, always. Tweets back to thank users for following, mentioning, and re-tweeting
can be generic such as “Thank for following Ten Four Social!” but any inquiries need to be
personal responses. Avoiding users who use profanity in any tweets in regards to Ten Four
Social need to be dealt with immediately. These users can be blocked and reported. Tweets can
be about almost anything including:
 Weather
 Holidays
 Sports
 Concerts/Performances
 Environment etc.

Ten Four Social
47
Upcoming events planned by Ten Four Social should be promoted via Twitter and the
#TenFourSocial hash tag should be used consistently in tweets. Do not re-use tweets; each
should be different from the last even if the same concept is being addressed. Tweeting should
be done during events as well, allowing people to follow along with the event if they are not in
attendance – pictures should be included with these tweets. And tweeting after events needs to
be done to thank the client for using Ten Four Social’s services and to promote the successes of
Ten Four Social – all events should be tweeted as a success – photographs should be included in
these tweets as well. Similar to Instagram, all races, ethnicities, and religions need to be
addressed in tweets in order to reach a large audience and trending hash tags need to be utilized –
they are even easier to find on Twitter under the “Discover” tab. Staying up to date with fads
and contributing to their craze will get Twitter users interacting with Ten Four Social. The same
posts can be used for Twitter, Instagram, and Facebook and for ease of use; these accounts can
be linked so that one post will post to each site.
Instagram
In respect to Instagram, continue with at least one post per day because this is one of Ten
Four Social’s core social media sites. According to Rachel, Ten Four Social uses only 20% of
posts to promote the company itself while the other 80% of posts are industry related so not to
bombard followers with advertising. This is a good strategy and should remain intact. While
promoting Ten Four Social, post pictures and short videos from previous events showing
followers the unique and creative ideas the company has as well as sneak peeks to upcoming

Ten Four Social
48
events planned by Ten Four – keeping followers interested and excited to see what is next. Post
photos and short clips while events are happening – even photos taken with an employee’s cell
phone. While making industry posts, upcoming events in the Pittsburgh area should be number
one priority whether Ten Four Social is planning them or not. People want to know what is
going on around them, not just what you are doing. They are more likely to come to one of your
events if you’ve continuously posted about other events happening in town as well. Other ideas
for industry posts include unique décor ideas, inspirational quotes, holiday posts, and sports posts
(Pirate, Penguins, Steelers, Pitt, Penn States, RMU etc.) In all posts, whether promotion or
industry, use hash tags and stay up to date with popular ones. This will help continue to gain
followers. A Ten Four Social hash tag needs to start being used (#TenFourSocial) on all social
media platforms as well as at events. A technique used by many couples during weddings to
receive more uniquely captured moments which will help at events is to place a small sign at
tables or bars or literature (if allowed by host) on a menu should state “If you Instagram, please
tag us in your post! #TenFourSocial!” This will extend the reach and number of posts regarding
an event but they will not all be from the Ten Four Social Instagram - guests at events will be
doing the posting instead of the company - and it employs more than one photographer so to say.
Keep all posts PG rated with nothing offensive or unappealingly biased. Be sure that all things
posted will be interpreted as expected and include all races, religions, ethnicities, etc. to ensure
Ten Four Social is reaching all potential clients – not just a select few. Devote 10-20 minutes per
day focusing on what competitors and companies in the event planning business outside of the
Pittsburgh area are posting as well as finding popular hash tags. 10-20 minutes will be ample
time for Instagram use because it will be a daily occurrence. Trending hash tags are very simple
to find and browsing company Instagram photos only takes a few seconds. A great deal of ideas

Ten Four Social
49
can come from simply looking at other companies’ posts. Also during this time segment,
network with other companies and organizations in the Pittsburgh area as well as event planning
companies in other states. Reach out and talk with other companies via Instagram Direct to build
mutual friendships and ask them to “shout out” – promoting someone else on their own
Instagram – Ten Four Social to extend reach to the national level. Be sure to “shout them out” if
they “shout out” Ten Four Social. Another way to extend reach and put Ten Four Social’s name
out in the Insta-world is to like and comment on posts made by others in the industry nationally
and Pittsburgh based organizations. Lastly, be absolutely sure to check grammar, spelling, and
punctuation before you click share. This is a consistently observed issue with many of Ten Four
Social’s social media sites as well as the Ten Four Social website.
Blog
Blogging is another medium that other companies are not utilizing. Blogs give websites
on average 434% more indexed pages and 97% more indexed links on Google (Howard, D.
(n.d.). 26 Stats That Prove Content Marketing Increases Lead Generation, Sales, and ROI.
Retrieved April 2, 2015, from http://www.smartbugmedia.com/blog/26-stats-that-prove-content-
marketing-increases-lead-generation-sales-and-roi). Increasing this metric was something
specifically desired by Rachel Maga. Valuable blog content includes information on
past/upcoming events, ‘a day in the life of an event planner’, new employees and their
specializations, etc. Repeat promotion of the same blog content on the social media sites is fine
considering the effort that goes into them. One blog post can be promoted on Facebook, Twitter,
and Instagram once weekly, on different occasions for a month. Having a post by both Rachel
and Beth, once a month would create consistency without overwhelming the blog and shows that

Ten Four Social
50
either of them may be reached for consultation. One hour to create each blog post allows for
ample time for proofreading, to tie in pictures or videos, links for vendors/organizations,
testimonials, etc.
Providing links to event client’s or vendor pages will optimize networking within the
community. Doing so will direct traffic to others pages within Ten Four Social’s network,
boosting their reach and will help build relationships. Client referrals available for public
viewing will promote transparency of Ten Four Social’s blog. Doing so will negate the need of
new potential clients to feel uneasy contacting event planners that they do not know, much like
reading customer reviews before buying a new product. The new prospects will feel safe.
Developing strong relationships with vendors can also bring unique benefits of visitors to
Ten Four Social’s blog that competitors cannot offer. For example, Ten Four Social agreeing to
use a certain photographer for all of their fundraiser events in return for being able to offer the
photographer’s services at a discount to clients booking holiday parties creates extra incentive to
book with both Ten Four Social and that said photographer.
YouTube
Ten Four Social is in the position to take advantage of the fact that other event planning
companies are not using YouTube. The next best thing to actually getting audiences to come to
events is the ability to show them what they missed out on, and can participate in for the next
event. A Ten Four Social YouTube channel will archive videos of events for subscribers and
prospective clients to view. This will also allow for Rachel Maga or Beth Vietmeier to showcase

Ten Four Social
51
themselves for possible future clients that are unaware of their services. Relevant video content
includes:
Event Tours Showcase displays, how many attendees there are, etc.
Rachel or Beth Speaking
About Future Events
Promotion of upcoming events, who will be there,
what charities they’re working with or ask who
subscribers would like to see them work with, etc.
Interviews with Event Attendees Honorees, speakers, promoters, vendors, clients, kids
at sports camps, etc.
Anything Related to Ten Four Social
Events or Social Media Management
Statistics showing benefits of social media
management, new office opening, offer special
contests such as ticket giveaways for autograph
signings, etc.
Comments and responses on Ten Four Social’s YouTube videos will boost engagement
and discussion. With this being a medium that other event companies are not using, promotion
of it through all of Ten Four Social’s social media sites will communicate the differentiation,
showcasing that Ten Four puts in more effort with their marketing creativity and influentially
their services. Sharing a direct link to new videos every time they are created and posted will
bring the most engagement of other social media followers to the YouTube channel. Video
frequency is optimized bi-weekly. The nature of the content will most beneficially include
branded professionalism, humor and relative information. Since it is the most underutilized
platform in the industry, having exclusive offers as previously mentioned regarding ticket
giveaways or free drink tickets to YouTube channel subscribers will motivate social media
followers to go to the YouTube channel.
Where applicable, videos will include ‘annotations’ to offer a call-to-action. For
example, if the video includes a mention of an organization that Ten Four Social works with,

Ten Four Social
52
they can add a speech bubble with a hyperlink at the time in the video that the organization is
mentioned so viewers can see who the organization is. Another option would be a ‘subscribe to’
option or a link to Ten Four Social’s official website. All of these actions will boost reach,
broadening the scope of Ten Four Social. YouTube analytics are to be monitored to keep track
of what videos are drawing attention, creating the most conversation, or getting the most ‘likes’.
Again, analytics will point Ten Four Social in the right direction of content in their next video.
With the effort it takes to create respectable YouTube videos, two posted every month
from two of the occurring event categories (corporate, non-profit, sports camps, and celebrity
autograph signings) is substantial to create consistency. The best option for quality and time
purposes is to hire a videographer, ranging from $300-1200 per event
(https://www.thumbtack.com/profile/requests?is_initial_post=true&request=l0bco2er). One
additional video, of Rachel or Beth talking about the benefits of social media management would
promote Ten Four’s secondary service and their capabilities with it. These videos are shorter in
length and take much less time; a half an hour once a month. The YouTube channel now
collectively has two event videos every month with one shorter more intimate video. Whether it
be small tips of how using hash tags can increase reach, or how to use Facebook analytics, 90%
of information transmitted to the brain is visual, and visuals are processed 60,000X faster in the
brain than text (Sibley, A. (2012, August 6). 19 Reasons You Should Include Visual Content in
Your Marketing [Data]. Retrieved March 30, 2015, from
http://blog.hubspot.com/blog/tabid/6307/bid/33423/19-Reasons-You-Should-Include-Visual-
Content-in-Your-Marketing-Data.aspx).

Ten Four Social
53
LinkedIn
With a specialization in corporate events, being active on LinkedIn would help to spread
the reach of Ten Four Social among corporations. With a page set up with basic information
about Ten Four, it gives businesses and their employees the impression of professionalism
having found their page on LinkedIn, making them feel more drawn to look for further
information. Links to the Ten Four Social website and blog are formal enough to be tied to
LinkedIn. This page will need minimal focus, updating only when there is new YouTube or blog
content; one hour a month. While the page itself will require minimal attention, Rachel and Beth
can set messages to come through directly via PC and/or mobile device so as not to miss out on
any inquiries. The “connections” tool can be used to connect with multiple employees at one
firm; if they had heard from one employee interested in hiring Ten Four Social the inquiry was
likely discussed among coworkers. Putting Ten Four’s page right in front of them will help
stimulate a call to action. The “endorsement” tabs will give professional clients a chance to
show appreciation for services they receive from Ten Four Social, helping to build credibility in
the professional realm.
Pinterest
Pinterest will help to bring potential clients to the official Ten Four Social website but
will not be considered a primary social media source. 1-2 visits to Pinterest per week for 20-30
minutes each will be sufficient for the purposes of Ten Four Social – this will be more at leisure
than required. Pinterest users are majority female therefore Ten Four Social needs to aim for a
female audience when posting on this site. Make posts pretty, classy, and girly. Showcase only

Ten Four Social
54
unique events with unique attributes and aim to stand out – do not post simply photos of guests at
a dinner party. Instead, post photos of:
 Delicious food presentation
 Unique bar and buffet set ups
 Table center pieces
 Decorations etc.
These types of posts will enable potential clients to see what Ten Four Social can really do,
as well as allow them to add your photos to their boards or re-pin them, letting even more users
see Ten Four Social’s abilities. Pinterest users can use Pinterest to find ideas to use at their own
events and who to hire for them, so Ten Four Social being in the Pinterest world exposes the
company to potential event planning clientele. Be sure to express location – Pittsburgh – when
posting, as well as the Ten Four Social team’s willingness to travel to other cities.

Ten Four Social
55
References
Beyond Spots & Dots | About Us. (N.d.). Retrieved April 1, 2015, from
http://www.beyondspotsanddots.com/about.html
Eridon, C. (2014, April 30). The Best and Worst Times to Post on Facebook, Twitter & Pinterest
[Infographic]. Retrieved April 1, 2015, from http://blog.hubspot.com/marketing/best-times-post-
pin-tweet-social-media-infographic
Howard, D. (n.d.). 26 Stats That Prove Content Marketing Increases Lead Generation, Sales, and
ROI. Retrieved April 2, 2015, from http://www.smartbugmedia.com/blog/26-stats-that-prove-
content-marketing-increases-lead-generation-sales-and-roi
http://www.billchisnellproductions.com
http://www.ignitesocialmedia.com/social-media-stats/foursquare-facebook-places-checkins/
http://www.pewinternet.org/2015/01/09/social-media-update-2014/pi_2015-01-09_social-
media_01/).
Maga, R. (Ed.). (2015, January 9). Facebook. Retrieved March 31, 2015, from
https://www.facebook.com/events/824031427657151/
Plans. (N.d.). Retrieved April 16, 2015, from
https://hootsuite.com/plans?icn=primtopnav&ici=Compare Plan
Sibley, A. (2012, August 6). 19 Reasons You Should Include Visual Content in Your Marketing
[Data]. Retrieved March 30, 2015, from http://blog.hubspot.com/blog/tabid/6307/bid/33423/19-
Reasons-You-Should-Include-Visual-Content-in-Your-Marketing-Data.aspx
Ten Four Social | Where planning and style come together. (2015, March 29). Retrieved March 31, 2015,
from http://tenfoursocial.com/#about

Ten Four Social
56
The Revival. (N.d.). Retrieved March 30, 2015, from http://revivemarketinggroup.com/the-revival

TEN FOUR SOCIAL FINAL

Recommended

Recommended

More Related Content

What's hot

What's hot (9)

Similar to TEN FOUR SOCIAL FINAL

Similar to TEN FOUR SOCIAL FINAL (20)

TEN FOUR SOCIAL FINAL